Análise hedônica dos preços implícitos de varejo dos serviços de telecomunicação brasileiros
Ano de defesa: | 2018 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Universidade Católica de Brasília
|
Programa de Pós-Graduação: |
Programa Stricto Sensu em Economia de Empresas
|
Departamento: |
Escola de Gestão e Negócios
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Resumo em Inglês: | This work applies hedonic methodology in the analysis of prices of the main Brazilian retail telecommunication markets: mobile telephony, fixed broadband and pay TV. From the collection of the attributes of the available offers in December 2017, this study maps the properties of the telecommunication offers that significantly drive consumers’ purchasing decisions, also measuring the marginal contribution of these items to final prices. In mobile telephony, the attributes associated with data traffic - such as volume and franchise expiration period - were the main drivers identified. In the context of fixed broadband, the traffic speeds, both upload and download, showed prevalence. For pay TV, content related aspects were found more relevant, like the number of high-definition channels, on-demand programming and the inclusion of premium sports and film channels. In addition, this study identified that brand premiums variables were significant only in the context of fixed broadband, associating such finding with the structural peculiarities of that market. |
Link de acesso: | https://bdtd.ucb.br:8443/jspui/handle/tede/2467 |
Resumo: | This work applies hedonic methodology in the analysis of prices of the main Brazilian retail telecommunication markets: mobile telephony, fixed broadband and pay TV. From the collection of the attributes of the available offers in December 2017, this study maps the properties of the telecommunication offers that significantly drive consumers’ purchasing decisions, also measuring the marginal contribution of these items to final prices. In mobile telephony, the attributes associated with data traffic - such as volume and franchise expiration period - were the main drivers identified. In the context of fixed broadband, the traffic speeds, both upload and download, showed prevalence. For pay TV, content related aspects were found more relevant, like the number of high-definition channels, on-demand programming and the inclusion of premium sports and film channels. In addition, this study identified that brand premiums variables were significant only in the context of fixed broadband, associating such finding with the structural peculiarities of that market. |
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Biblioteca Digital de Teses e Dissertações da UCB |
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Mazali, Rogériohttp://lattes.cnpq.br/9826490036298572http://lattes.cnpq.br/2062643982669038Nunes, Andrey Ribeiro Perez2018-09-17T19:34:06Z2018-07-31NUNES, Andrey Ribeiro Perez. Análise hedônica dos preços implícitos de varejo dos serviços de telecomunicação brasileiros. 2018. 53 f. Dissertação (Programa Stricto Sensu em Economia de Empresas) - Universidade Católica de Brasília, Brasília, 2018.https://bdtd.ucb.br:8443/jspui/handle/tede/2467This work applies hedonic methodology in the analysis of prices of the main Brazilian retail telecommunication markets: mobile telephony, fixed broadband and pay TV. From the collection of the attributes of the available offers in December 2017, this study maps the properties of the telecommunication offers that significantly drive consumers’ purchasing decisions, also measuring the marginal contribution of these items to final prices. In mobile telephony, the attributes associated with data traffic - such as volume and franchise expiration period - were the main drivers identified. In the context of fixed broadband, the traffic speeds, both upload and download, showed prevalence. For pay TV, content related aspects were found more relevant, like the number of high-definition channels, on-demand programming and the inclusion of premium sports and film channels. In addition, this study identified that brand premiums variables were significant only in the context of fixed broadband, associating such finding with the structural peculiarities of that market.O trabalho aplica a metodologia hedônica na análise dos preços dos principais mercados de varejo de telecomunicação brasileiros, quais sejam a telefonia móvel, a banda larga fixa e a TV por assinatura. A partir da coleta estruturada dos atributos das ofertas disponíveis para contratação em dezembro de 2017, o estudo mapeia as propriedades de planos e promoções que de fato influenciam a decisão de compra do consumidor, mensurando a contribuição marginal desses quesitos ao preço final. Na telefonia móvel, as condições associadas ao tráfego de dados – como volume e validade da franquia – foram os principais drivers identificados. No contexto da banda larga fixa, a vazão do tráfego, representada nas velocidades de transmissão de upload e download, mostrou-se mais preponderante. No âmbito da TV por Assinatura, aspectos relacionados ao conteúdo sobressaíram-se, tais como a quantidade de canais em alta definição, a oferta sob demanda de programação e a inclusão de canais premium de esportes e filmes no pacote inicial. Complementarmente, o estudo verificou a existência de prêmios de marca significativos somente no contexto da banda larga fixa, buscando associar tal achado às peculiaridades estruturais desse mercado.Submitted by Sara Ribeiro (sara.ribeiro@ucb.br) on 2018-09-17T19:33:31Z No. of bitstreams: 1 AndreyRibeiroPerezNunesDissertacao2018.pdf: 2577096 bytes, checksum: eaed6d2ab0b80f71106fbc19b427ea06 (MD5)Approved for entry into archive by Sara Ribeiro (sara.ribeiro@ucb.br) on 2018-09-17T19:34:06Z (GMT) No. of bitstreams: 1 AndreyRibeiroPerezNunesDissertacao2018.pdf: 2577096 bytes, checksum: eaed6d2ab0b80f71106fbc19b427ea06 (MD5)Made available in DSpace on 2018-09-17T19:34:06Z (GMT). No. of bitstreams: 1 AndreyRibeiroPerezNunesDissertacao2018.pdf: 2577096 bytes, checksum: eaed6d2ab0b80f71106fbc19b427ea06 (MD5) Previous issue date: 2018-07-31application/pdfhttps://bdtd.ucb.br:8443/jspui/retrieve/5943/AndreyRibeiroPerezNunesDissertacao2018.pdf.jpgporUniversidade Católica de BrasíliaPrograma Stricto Sensu em Economia de EmpresasUCBBrasilEscola de Gestão e NegóciosPreçosTelecomunicaçõesMetodologia hedônicaTelecommunicationHedonic analysisPricesCNPQ::CIENCIAS SOCIAIS APLICADAS::ECONOMIAAnálise hedônica dos preços implícitos de varejo dos serviços de telecomunicação brasileirosinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da UCBinstname:Universidade Católica de Brasíliainstacron:UCBTHUMBNAILAndreyRibeiroPerezNunesDissertacao2018.pdf.jpgAndreyRibeiroPerezNunesDissertacao2018.pdf.jpgimage/jpeg5163https://bdtd.ucb.br:8443/jspui/bitstream/tede/2467/4/AndreyRibeiroPerezNunesDissertacao2018.pdf.jpgef748527b730e1990f8a57a08b67adf6MD54TEXTAndreyRibeiroPerezNunesDissertacao2018.pdf.txtAndreyRibeiroPerezNunesDissertacao2018.pdf.txttext/plain98412https://bdtd.ucb.br:8443/jspui/bitstream/tede/2467/3/AndreyRibeiroPerezNunesDissertacao2018.pdf.txt69ea4831166dab266356c9cd44ac997fMD53ORIGINALAndreyRibeiroPerezNunesDissertacao2018.pdfAndreyRibeiroPerezNunesDissertacao2018.pdfapplication/pdf2577096https://bdtd.ucb.br:8443/jspui/bitstream/tede/2467/2/AndreyRibeiroPerezNunesDissertacao2018.pdfeaed6d2ab0b80f71106fbc19b427ea06MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81831https://bdtd.ucb.br:8443/jspui/bitstream/tede/2467/1/license.txtd7d5e5ec75089f122abe937645a56120MD51tede/2467oai:bdtd.ucb.br:tede/24672018-09-18 01:08:57.035Biblioteca Digital de Dissertações da Universidade Católica de Brasília - UCBsdi@ucb.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 |
dc.title.por.fl_str_mv |
Análise hedônica dos preços implícitos de varejo dos serviços de telecomunicação brasileiros |
title |
Análise hedônica dos preços implícitos de varejo dos serviços de telecomunicação brasileiros |
spellingShingle |
Análise hedônica dos preços implícitos de varejo dos serviços de telecomunicação brasileiros Nunes, Andrey Ribeiro Perez Preços Telecomunicações Metodologia hedônica Telecommunication Hedonic analysis Prices CNPQ::CIENCIAS SOCIAIS APLICADAS::ECONOMIA |
title_short |
Análise hedônica dos preços implícitos de varejo dos serviços de telecomunicação brasileiros |
title_full |
Análise hedônica dos preços implícitos de varejo dos serviços de telecomunicação brasileiros |
title_fullStr |
Análise hedônica dos preços implícitos de varejo dos serviços de telecomunicação brasileiros |
title_full_unstemmed |
Análise hedônica dos preços implícitos de varejo dos serviços de telecomunicação brasileiros |
title_sort |
Análise hedônica dos preços implícitos de varejo dos serviços de telecomunicação brasileiros |
author |
Nunes, Andrey Ribeiro Perez |
author_facet |
Nunes, Andrey Ribeiro Perez |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Mazali, Rogério |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/9826490036298572 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/2062643982669038 |
dc.contributor.author.fl_str_mv |
Nunes, Andrey Ribeiro Perez |
contributor_str_mv |
Mazali, Rogério |
dc.subject.por.fl_str_mv |
Preços Telecomunicações Metodologia hedônica |
topic |
Preços Telecomunicações Metodologia hedônica Telecommunication Hedonic analysis Prices CNPQ::CIENCIAS SOCIAIS APLICADAS::ECONOMIA |
dc.subject.eng.fl_str_mv |
Telecommunication Hedonic analysis Prices |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ECONOMIA |
dc.description.abstract.eng.fl_txt_mv |
This work applies hedonic methodology in the analysis of prices of the main Brazilian retail telecommunication markets: mobile telephony, fixed broadband and pay TV. From the collection of the attributes of the available offers in December 2017, this study maps the properties of the telecommunication offers that significantly drive consumers’ purchasing decisions, also measuring the marginal contribution of these items to final prices. In mobile telephony, the attributes associated with data traffic - such as volume and franchise expiration period - were the main drivers identified. In the context of fixed broadband, the traffic speeds, both upload and download, showed prevalence. For pay TV, content related aspects were found more relevant, like the number of high-definition channels, on-demand programming and the inclusion of premium sports and film channels. In addition, this study identified that brand premiums variables were significant only in the context of fixed broadband, associating such finding with the structural peculiarities of that market. |
dc.description.abstract.por.fl_txt_mv |
O trabalho aplica a metodologia hedônica na análise dos preços dos principais mercados de varejo de telecomunicação brasileiros, quais sejam a telefonia móvel, a banda larga fixa e a TV por assinatura. A partir da coleta estruturada dos atributos das ofertas disponíveis para contratação em dezembro de 2017, o estudo mapeia as propriedades de planos e promoções que de fato influenciam a decisão de compra do consumidor, mensurando a contribuição marginal desses quesitos ao preço final. Na telefonia móvel, as condições associadas ao tráfego de dados – como volume e validade da franquia – foram os principais drivers identificados. No contexto da banda larga fixa, a vazão do tráfego, representada nas velocidades de transmissão de upload e download, mostrou-se mais preponderante. No âmbito da TV por Assinatura, aspectos relacionados ao conteúdo sobressaíram-se, tais como a quantidade de canais em alta definição, a oferta sob demanda de programação e a inclusão de canais premium de esportes e filmes no pacote inicial. Complementarmente, o estudo verificou a existência de prêmios de marca significativos somente no contexto da banda larga fixa, buscando associar tal achado às peculiaridades estruturais desse mercado. |
description |
This work applies hedonic methodology in the analysis of prices of the main Brazilian retail telecommunication markets: mobile telephony, fixed broadband and pay TV. From the collection of the attributes of the available offers in December 2017, this study maps the properties of the telecommunication offers that significantly drive consumers’ purchasing decisions, also measuring the marginal contribution of these items to final prices. In mobile telephony, the attributes associated with data traffic - such as volume and franchise expiration period - were the main drivers identified. In the context of fixed broadband, the traffic speeds, both upload and download, showed prevalence. For pay TV, content related aspects were found more relevant, like the number of high-definition channels, on-demand programming and the inclusion of premium sports and film channels. In addition, this study identified that brand premiums variables were significant only in the context of fixed broadband, associating such finding with the structural peculiarities of that market. |
publishDate |
2018 |
dc.date.accessioned.fl_str_mv |
2018-09-17T19:34:06Z |
dc.date.issued.fl_str_mv |
2018-07-31 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
status_str |
publishedVersion |
format |
masterThesis |
dc.identifier.citation.fl_str_mv |
NUNES, Andrey Ribeiro Perez. Análise hedônica dos preços implícitos de varejo dos serviços de telecomunicação brasileiros. 2018. 53 f. Dissertação (Programa Stricto Sensu em Economia de Empresas) - Universidade Católica de Brasília, Brasília, 2018. |
dc.identifier.uri.fl_str_mv |
https://bdtd.ucb.br:8443/jspui/handle/tede/2467 |
identifier_str_mv |
NUNES, Andrey Ribeiro Perez. Análise hedônica dos preços implícitos de varejo dos serviços de telecomunicação brasileiros. 2018. 53 f. Dissertação (Programa Stricto Sensu em Economia de Empresas) - Universidade Católica de Brasília, Brasília, 2018. |
url |
https://bdtd.ucb.br:8443/jspui/handle/tede/2467 |
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por |
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Universidade Católica de Brasília |
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Programa Stricto Sensu em Economia de Empresas |
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UCB |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
Escola de Gestão e Negócios |
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Universidade Católica de Brasília |
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